“I went to fashion school in Barcelona for three years at Istituto Europeo di Design (IED) where I studied fashion marketing and communications. We started to work a lot with social media in class so I contacted different magazines in Sweden to see if they wanted me as a blogger. My dream day job was to work in PR at a big fashion company and GANT is perfect. It is great because they are an amazing company and there is the challenge of reaching out to new audiences. It is so much fun–really my dream job. I have a background working in beauty as a Beauty Editor at Rodeo and started their beauty blog department. I started my  blog at Freshnet two years ago, I have a lot of friends of who blog there and I felt that I didn’t have the time with working in PR to focus on everything, so I went into pure fashion and beauty.

I am very very tired in the morning [laughs] so I put a lot of ice-cold water on my face when I wake up. Then I use the Daily Microfoliant by Dermalogica so I don’t dehydrate my skin. I don’t like when people write about things that they have never tried, so I try a lot of different products. For the last year I’ve been trying Ole Henriksen, it’s a Danish brand that is really famous. They use a lot of natural ingredients, I like their orange serum with sea vitamins. They also have an Herbal Day Cream with sunscreen, which I always try to wear.

I wash my hair two or three times a week, so I’m a big fan of dry shampoos [laughs]. I use a lot of different ones:  Karl Lagerfeld’s favorite, Kisby and then Batiste and Kevin Murphy. I really have to have that in the morning.

When I was a teenager I had problem skin so I am obsessive about it. If there is enough time I like to use a primer before I start my makeup. I also have this amazing pore minimizing product by Clinique. It’s a classic that they have had for many years. You just put it on your t-zone and it takes away your pores. Next I use Tinted Moisturizer by Laura Mercier. Then I usually use cream blush, I like Topshop’s versions. I also wear some light reflecting concealer. If I want a budget version I buy L’Oréal Touche Magique and if not I use YSL Touche Éclat. Sometimes I use a bronzer and my budget one is from the Body Shop but the best ones are by Nouba.

I was brought up by my mother who is really into beauty; she likes all the big brands likes Lancôme and Guerlain. I always try to find budget versions that can be just as good. I never buy expensive mascara; Max Factor 2,000 Calorie mascara is a classic and probably the most sold in Sweden. I always try with makeup to do as I do with clothes, I’m not going to pay just for the brand. I invest in what touches my skin, like foundation or moisturizer but with eyeliner I will use one from H&M and it works great.

I do my nails myself and for nail polish I like the Butter London ones a lot. Sometimes at work we have lipstick Fridays. I love lipstick and usually only wear ones by MAC but I try different ones. When I want something extra but don’t want to put on a dress I can just throw on a lipstick. I’m obsessed with orange and it is great because it makes your teeth look whiter.”

-As told to The Formula / Photos by Aimee Blaut in Stockholm